品牌的心理效应研究

Psychological effects of brand

目的:从心理效应角度对品牌的心理效应进行剖析,并且分析品牌和消费者的作用模式。方法:采用品牌学与心理学理论相结合的市场数据进行理论分析。结果:成功品牌会对消费者产生5种心理效应,即差异效应、光环效应、情感效应、魅力效应及附加效应。结论:消费者购买品牌商品分为期待阶段和购买阶段,不同阶段会产生不同的心理效应。

AIM： To explore the psychological effects of brand, and analyze the action mode of brand and consumers. METHODS： The market information was analyzed by brand knowledge combined with psychology. RESULTS： A good brand has five psychological effects such as difference effect, halo effect, emotion effect, charm effect, and addition effect. CONCLUSION： The stages for consumers to purchase products include expectation and purchase, and each stage has different psychological effects.